The case for co-opting Kendall Yards’ “Urban by Nature” slogan

From this vantage point, it’s clear that Spokane truly is “urban,” yet also is astoundingly close to nature. How can we reconcile these two seemingly contradictory identities? (PHOTO: Young Kwak via The Inlander)

What do you think of “Urban by Nature” as a refinement of Spokane’s current “Near Nature, Near Perfect” mark? Greenstone has been using that slogan to market Kendall Yards, but perhaps it would be better suited to market Spokane itself. It’s already proven to be more than capable of describing that mixed-use urban village development near downtown, where the Centennial Trail provides easy recreation access, yet also a five-minute walk to all of downtown’s urban amenities. Perhaps it could be re-tooled or re-purposed by Visit Spokane.

Sure, “Near Nature, Near Perfect” is great, but it fails to encapsulate the essence of our city because it neglects the urban amenities that Spokane offers. It’s clear from the mark that something is located close to nature, but just what is it? It could describe any size of city. What makes Spokane great is that it has all of the benefits of a larger city, and yet is still located just five minutes from amazing hiking and biking trails in Riverside State Park, or half-an-hour from Mt. Spokane. “Near Nature, Near Perfect” doesn’t work because it fails to acknowledge that. And who wants to be near perfect, anyway?

By contrast, “Urban by Nature” offers a somewhat obvious, yet also sophisticated alternative. We retain the “near nature” or “by nature” aspect, highlighting our region’s easy access to world-class recreation. But we also add the “urban” aspect, keying ourselves into what should be our target demographic: young urban professionals and entrepreneurs. It also highlights the broader trend in urban design and affairs: millennials aren’t living in suburbs like their parents did. They are living in cities. They want all of the amenities and benefits that come with living in a city and all the convenience and recreational amenities of the suburbs. Spokane can offer that distinct choice, and the “Urban by Nature” slogan offers a unique opportunity to show that off. The play on words only helps the cause.

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What do you think? Would Spokane be better served by a better slogan? Would “Urban by Nature” be a good alternative? Or does “Near Nature, Near Perfect” still fit the bill? Share your thoughts in the comments, on social media, and in person. We love to hear from you!